Labeling Context and Reference Point Effects in Models of Food Attribute Demand

16 Pages Posted: 24 Apr 2020

See all articles by Wuyang Hu

Wuyang Hu

University of Nevada, Las Vegas

Wiktor Adamowicz

University of Alberta

Michele M. Veeman

University of Alberta - Department of Rural Economy

Date Written: November 2006

Abstract

There is considerable interest in the effect of labels on food product demand. Labeling statements may convey new information about attributes and place consumers in different choice contexts; consumers' assessment of information in labels may be affected by reference points. We examine labeling context relating to genetically modified (GM) food as a factor in the stochastic component of a random utility model and assess reference points over a set of observable characteristics of consumers. We find that labeling context effects are present, although relatively small, while reference dependence is a very important factor that varies over observable characteristics of the sampled consumers.

Keywords: genetically modified food, labeling context, reference point effects

Suggested Citation

Hu, Wuyang and Adamowicz, Wiktor and Veeman, Michele M., Labeling Context and Reference Point Effects in Models of Food Attribute Demand (November 2006). American Journal of Agricultural Economics, Vol. 88, Issue 4, pp. 1034-1049, 2006, Available at SSRN: https://ssrn.com/abstract=3582932 or http://dx.doi.org/10.1111/j.1467-8276.2006.00914.x

Wuyang Hu (Contact Author)

University of Nevada, Las Vegas

4505 S. Maryland Parkway
Las Vegas, NV 89154
United States

Wiktor Adamowicz

University of Alberta ( email )

Edmonton, Alberta T6G 2R3
Canada

Michele M. Veeman

University of Alberta - Department of Rural Economy ( email )

Edmonton, Alberta
Canada

HOME PAGE: http://www.re.ualberta.ca/People/Index.asp?Page=Directory&ID=872

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